---
title: Survey Design and Analysis — RGM Training
url: https://realgrowthmatters.com/training/marketing-research/survey-design-and-analysis/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/marketing-research/survey-design-and-analysis/
---

[Home](../../../index.html) › [Training](../../index.html) › [Marketing Research](../index.html) › Survey Design and Analysis

RGM° · Training

# Survey Design and Analysis

Bad surveys mislead. Principles, types, analysis.

### What you will learn

1. [Why survey design matters](#why)
2. [Principles](#principles)
3. [Question types](#types)
4. [Analysis](#analysis)
5. [Advanced playbook](#advanced)
6. [Mistakes](#mistakes)
7. [Checklist](#checklist)

## Why survey design matters

Bad surveys produce misleading data. Good surveys produce actionable insights. Design rigor separates surveys that inform strategy from surveys that mislead.

## Principles

- Specific research question first.
- Sample size statistical power.
- Question wording neutral.
- Question order considered.
- Response options balanced.
- Pilot test before full launch.
- Avoid leading questions.
- Avoid double-barreled questions.

## Question types

- Closed (multiple choice, Likert).
- Open-ended (free text).
- NPS / CSAT.
- Conjoint (preference trade-offs).
- Van Westendorp pricing.
- Ranking questions.

## Analysis

- Statistical significance.
- Subgroup analysis.
- Correlation vs causation.
- Open-text coding.
- Cross-tab analysis.
- Visualization for stakeholders.
- Synthesis and insights.

## Advanced playbook

- Research question documented first.
- Sample size pre-calculated.
- Pilot test before full launch.
- Survey design reviewed.
- Subgroup analysis planned.
- Open-text coding methodology.
- Statistical significance reporting.
- Cross-tab analysis.
- External research vendor where appropriate.
- Annual survey program review.

## Mistakes

- Research question absent.
- Sample size insufficient.
- Leading questions.
- Double-barreled questions.
- Pilot test skipped.
- Subgroup analysis absent.
- Open-text not coded.
- Significance not reported.
- External vendor not considered.
- Annual program review skipped.

## Checklist

- Research question documented first
- Sample size pre-calculated
- Pilot test before full launch
- Survey design reviewed
- Subgroup analysis planned
- Open-text coding methodology
- Statistical significance reporting
- Cross-tab analysis
- External vendor where appropriate
- Annual survey program review

## Sources and further reading

- Qualtrics survey design
- SurveyMonkey methodology
- Don Dillman, "Internet Surveys"
- Tourangeau survey methodology
- Pew Research methodology
- Forte Labs research methods
- RGM Marketing Analytics A/B test stats
- Reforge research curriculum
- Marketing Research Association
- Sawtooth conjoint methodology
- Van Westendorp methodology
- Indi Young research

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Part of the [Marketing Research](../index.html) series.